TEXT:
Gilbert A. Churchill, Jr.and Dawn Iacobucci,
Marketing Research: Methodological Foundations, 9th Edition
(South-Western Press: Mason, Ohio), 2005. There are a number of older, eighth edition, copies of this text in circulation on this campus. Although the two texts are very similar, it should be noted that the course content will follow the ninth edition.
COURSE OBJECTIVES:
The basic objective of this course is to provide you, the student, with an introduction to contemporary marketing research methods, procedures, and practices. This course likewise seeks to develop an understanding of the role in which marketing research plays in the strategic planning and implementation of the mission of the marketing function and the firm as a whole. The thrust of this course will be a mixture of both theoretical and applied aspects of the marketing research function. As such, this course will be fairly quantitative in nature and will be based upon mathematical and statistical training you have received in earlier required course work.
PREREQUISITES:
The specified prerequisites are a grade of C or better in Principles of Marketing MKTG 3310, Consumer Behavior MKTG 3410 and Statistics for Business and Economics STAT 2610. A 2.2 GPA is also required for matriculation in this course. You are expected to come into this course with a sound working knowledge of these course materials as well as other required prerequisites. If you find yourself deficient in any of these areas, it is YOUR responsibility to overcome your deficiencies. Obviously, if you have not successfully completed any of the stated prerequisites for this course, you will not be permitted to continue to be enrolled in this course.
COURSE FORMAT:
This course will be taught on a lecture/discussion format. Your daily class assignments are on the Course Calendar and you are expected to come to class sufficiently prepared to add substantively to the class discussion. This will require that you not only read the assigned material or have performed the assigned exercises but also UNDERSTAND what you have read or done. On several occasions throughout the quarter you will be given non-graded, outside assignments for expository purposes.
Due to the nature and complexity of this course, you will be ill advised to be truant from class. Nor would it be advisable to be a "passive learner" and expect to successfully complete this course without sufficient pre-class preparation on your part.
GRADE DETERMINATION :
Four (4) examinations will be administered
during the course of the semester. If an examination is missed, the timely receipt of a
verifiable university approved excuse is expected of the student. If in question on this check
the Auburn University Bulletin. Upon the timely receipt of a valid excuse, the student will be
permitted to take the make-up exam at a mutually agreeable time but within two weeks of the
regularly scheduled examination (University Policy). Should one miss a scheduled exam without
a verified university approved excuse, a grade of zero (0) will be assigned for that exam.
Each examination will be worth twenty-five percent (25%) of your semester grade. None of the exams are cumulative.
Grade scale:
A standard 10 point scale will be used to determine final semester grades.
Minimum numeric grade average for an A 90
Minimum numeric grade average for an B 80
Minimum numeric grade average for an C 70
Minimum numeric grade average for an D 60
Please be reminded that a minimum grade of C is required for Marketing majors.
Grade standard for each examination:
For each examination, the raw scores will be scaled to be a proportion of the maximum grade demonstrated on that exam. Actually the maximum score will be determined as the average of the four or five top scoring grades. Thus if the total number of raw points for an exam were 300, and the top five grades were 200, 185, 180, 180 and 175, the “fair” maximum score will be 184 points. If your raw point score were 150, your scaled average would be 81.5. two of the top scoring students would make grades in excess of 100%, thereby squirreling away a few bonus points.
Grade weights:
Each of the four exams are equally weighted. None of the exams are cumulative. Thus the weights are
First exam 25%
Second exam 25%
Third exam 25%
Final Exam 25%
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NOTE:
It is the policy of Auburn University to provide accessibility to its programs and activities and reasonable accommodations for persons defined as having disabilities under the American with Disabilities Act of 1990. Students desiring additional information should contact the Program for Students with Disabilities, 1244 Haley Center, 844-2096. It is the student's responsibility to initiate this process with the ADA office.
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